How do you capture the social buzz of a Presidential Election--without getting, you know, political? Domino's threw down the gauntlet to Mint Advertising and our response was to create their first Facebook app and social campaign optimized for both desktop and mobile devices. With "Domino's Voter Boot Camp" fans were able to view humorous videos and image match-ups then "practice" voting every day leading up to the election. Users also had the option to submit "write-in candidates" and speeches to win gift card prizes. The app was supported with daily postings of animated shorts and product shots that greatly increased traffic and engagement on Domino's Facebook wall and Twitter feed. Domino's Voter Boot Camp was able to successfully attach itself to the buzz surrounding the 2012 Presidential election without taking sides or coming off political. Which is no easy task. As Domino’s first ever Facebook app optimized for both desktop and mobile, Voter Boot Camp allowed users to have greater interaction with the brand. Its topical “practice voting" theme allowed for months of original content and helped to increase overall fan engagement on Domino’s Facebook and Twitter pages. The app also served as a platform for a successful contest that helped to generate user submitted content. Ultimately it was the relationship built between client and agency that allowed for timely creation, approval, and daily posting of videos and images as well as the changes on the fly that are necessary to achieve maximum user engagement in a digital space.
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